Syncly Social Index
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Makeup
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Fenty Beauty on video, September 2026
Fenty Beauty grew its share of beauty video 79% from August, second only to Rhode, yet ranked last of the top 10 makeup brands on the Syncly Social Index with 25.0. Much of its September attention went to a packaging controversy over Fenty Skin eye patches and to critical takes on its new foundation.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Momentum is Fenty Beauty's only strong component, driven by the Pro Filt'r Fluid Flex foundation launch. Everything else sits near the bottom. Only 10.7% of sampled videos mentioned it without a caption tag, the lowest in the panel, and 23% of sampled organic videos were positive.
Reach and breadth are weak too. It had 7.5% of makeup panel mentions with 3,457 videos, 4.8% of them passed 100k views, and its top 10 creators made 3.4% of videos, the second-narrowest base in the panel.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Fenty Beauty videos
The most-viewed videos mentioning the brand this month.
A month of Fenty Beauty videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Fenty Beauty videos are about
Sep 4 (151 videos): Sephora posted Rihanna saying "shade matching is so hard" to push in-store matching for the new Fluid Flex foundation (674K views, watch).
Sep 15 (151): a makeup try with a pink Fenty highlighter and gloss led the day (783K, watch). The same day, a creator asked "anyone even buying Fenty Beauty anymore?" while testing the new foundation (510K, watch).
Sep 6 (149): a filter-ordered routine used Match Stix as cream contour (2.6M, watch).
Fenty Beauty videos are about base: "foundation" appeared in 853 videos, and the new Pro Filt'r Fluid Flex foundation was named in 486. Gloss Bomb (439) grew its share 26% from August. But three of its six most-viewed videos were about Fenty Skin eye patches, after creators noticed Fenty, Glow Recipe and Huda Beauty launched similar packaging the same week (2.2M, watch). Eye patches appeared in 181 videos matched by the Fenty Beauty query.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Pro Filt'r Fluid Flex foundation (new) | 486 | |
Gloss Bomb | 439 | +26% |
Eye patches (Fenty Skin, not makeup) | 181 | |
Match Stix | 55 |
Top keywords
Top hashtags
Where and who
TikTok carried 65% of Fenty Beauty videos, the highest TikTok share in the makeup panel, with Instagram Reels at 24% and YouTube Shorts at 10%. One in five TikToks (20%) was sponsored, and #fentysuperbrandday appeared on 127 videos. Sponsored TikToks rarely broke out: 0.7% passed 100k views, against 4.8% of organic ones. The official @fentybeauty account and creator @kelseyalfred posted 20 videos each.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions are few. A filter-ordered routine applies "this one from Fenty Beauty, the Match Stix" with no tag (2.6M views, watch), and a creator asks on camera whether Fenty Beauty and Glow Recipe launched "the same exact eye patches" (2.2M, watch). The one negative organic video in the sample shows the Fenty eye-patch dispenser not working (2.9M, watch).
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Brands mentioned alongside Fenty Beauty
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.